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To counter confusing and misleading marketing messages from broadband providers, the Independent Networks Cooperative Association (INCA) has launched a new Gold Standard Quality Mark Scheme. Covering full fibre, hybrid, wireless and wholesale networks, the INCA seal of approval will give buyers of internet packages confidence that a qualifying supplier delivers best practice in technology, performance and customer service. INCA CEO Malcolm Corbett said: “In a sector where not even the Government and regulator can agree on what ‘superfast’ means and where the advertising watchdog allows copper connections to be called fibre, it is not surprising that consumers and businesses often don’t know what connection they’re getting when it comes to broadband. The INCA Gold Standard Quality Mark Scheme clarifies the information being made available to consumers and encourages a higher quality of broadband across the UK.”